Nonprofit Marketing Plan Template

Hot on the heals of yesterday’s post regarding sharing our Client Questionnaire, Nancy Schwartz of Getting Attention posted a ready-to-use Nonprofit Marketing Plan Template that provides a thorough overview for generating your marketing and online strategy.

  1. GOALS  – Key question: What is your organization’s main goal (1-2 goals)?  What are your communications goals (1-3 goals) and what are the communications goals that will contribute to achieving the overall goal?
  2. OBJECTIVES – Key question: What are 3-5 concrete, specific, measurable (when possible) steps to take to achieve your communications goals? Vague objectives will get you nowhere.
  3. TARGET AUDIENCE – Key question: Who are the 1-3 top audience groups you need to engage to meet your communications objectives and what do you need them to do? Most importantly, what are the wants, habits and preferences of each group?
  4. BEST STRATEGIES – Key question: Given your target audience groups and the actions you want them to take, what are the best ways to motivate them to do so?
  5. TACTICS – Key question: How to deliver the messaging to your audience via these strategies?
  6. ROLES AND RESPONSIBILITIES – Key questions: Who does what? Existing staff? New staff? Outsource? How many hours (per week or month) is it expected to take? What training (if any) is necessary to build necessary skills?
  7. STEP-BY-STEP WORK PLAN – Key question: How to roll out the program?
  8. BUDGET – Key question: How much is it going to cost?
  9. EVALUATION – Key questions: Measure outputs and outcomes. What is working best, so your org can do more of it? What targets are engaged and which segments do you need to engage differently? What content is most compelling to your base? What messaging generates action, and what fails to stir the pot?

For examples of each of the areas above, checkout the Nonprofit Marketing Plan Template and let us know what you think!

2017-03-31T06:20:15+00:00 Categories: How-To, Nonprofit|

About the Author:

Aaron co-founded CivicActions in 2004. In his role as Chief Experience Officer (CXO), he is responsible for company culture, talent acquisition, professional development and marketing.

In 2016, Aaron served at the United States Digital Service (USDS) helping improve the way the federal government procures digital services through culture change, policy reform, and strategic planning.

He brings more than 20 years of information technology, free and open source software and consulting industry experience to managing the firm and advising clients.

Prior to CivicActions, Aaron facilitated leadership and communication seminars, creating extraordinary opportunities for men and women to deepen relationships, accomplish personal goals, and realize their authentic passions. He brings this experience to the unique aspects of generating a healthy organizational culture within a distributed team.

He has presented at numerous conferences on a diverse range of interests and passions including federal procurement, organizational culture, digital strategy, free and open source software and mindfulness.

Aaron lives between Oakland, CA, Washington D.C. and San Mateo, Costa Rica, with his wife Nikki and their two daughters. He is passionate about photography, pugilism, snowboarding, podcasts, and fostering community.